Area Sales Executive (ASE) – FMCG

Job Profile: Area Sales Executive (ASE) – FMCG

Position Overview

The Area Sales Executive (ASE) is responsible for executing sales strategies, building strong relationships with channel partners, and ensuring

product availability and visibility within a designated territory. The ASE focuses on driving secondary sales, implementing trade promotions, and

supporting the Area Sales Manager (ASM) in achieving overall business objectives.

Key Responsibilities

1. Sales Target Achievement

• Achieve daily, weekly, and monthly sales targets for revenue and volume in the assigned territory.

• Drive secondary sales by increasing product movement through retailers and wholesalers.

• Identify potential growth areas and maximize sales opportunities.

2. Territory Management

• Ensure comprehensive market coverage by visiting retailers and wholesalers regularly.

• Develop and maintain a robust database of customers, including existing and potential retailers.

• Monitor the territory’s performance and identify gaps in distribution or sales.

3. Distributor & Channel Partner Management

• Work closely with distributors & Sales officers to ensure adequate stock levels and timely delivery to retailers.

• Resolve any issues related to stock, pricing, or payment with channel partners.

• Support the appointment and onboarding of new distributors or channel partners as needed.

4. Trade Promotions & Merchandising

• Implement trade schemes and promotions in alignment with company guidelines.

• Ensure proper placement and visibility of products at retail outlets through effective merchandising.

• Monitor the success of promotional campaigns and provide feedback to the ASM.

5. Market Feedback & Reporting

• Collect and share market intelligence on competitor activities, customer preferences, and sales trends.

• Maintain and submit daily, weekly, and monthly sales reports to the ASM.

• Track and report on the effectiveness of trade promotions and other activities.

6. Operational Excellence

• Ensure that all customer orders are processed efficiently and delivered on time.

• Monitor stock returns, damages, and expiry issues, coordinating with distributors for resolution.

• Adhere to company policies, processes, and statutory requirements.

• Ensure the POs and SAMPLE compliance are being followed by the Sales officers properly.

Key Performance Indicators (KPIs)

• Achievement of sales targets for revenue and volume.

• Growth in retail coverage and number of active outlets.

• Effective execution of trade promotions.

• Customer satisfaction and retention levels.

• Timeliness and accuracy of sales reports.

Skills & Qualifications

1. Educational Background

• Bachelor’s degree in Business, Sales, Marketing, or a related field.

• MBA/PGDM is a plus but not mandatory.

2. Experience

• 2–4 years of experience in FMCG sales, preferably in a territory or field role.

• Proven track record of achieving sales targets and managing distributors.